Construction Marketing Survey Results

 

Construction marketers were asked, ?EUR??,,????'?????< Photo: Construction Marketing Association

Construction Marketing Association announced results of a September survey of construction marketers that identifies marketing budge outlook, top marketing priorities, and tactical marketing plans for the upcoming fiscal year.
The anonymous survey was conducted via SurveyMonkey, a web-based tool. Regarding the question, “What is your most important marketing priority for 2011?”

Measuring Results topped all at 21 percent of respondents, followed by Internet Marketing at 17 percent, which included websites, search engine optimization and social media. Implementing Marketing ranked third at 14 percent, followed by Sales Lead Generation at 11 percent. Marketing Budgets and Talent Recruitment round out top priorities at 8 percent and 6 percent. While Product Development, Advertising and Publicity/PR ranked relatively low at 3 percent each.

“Which marketing tactics will increase or decrease in 2011?” Not surprisingly almost all respondents plan to increase Internet, Social Media and PR activities, with planned increases/decreases split for Promotions and Advertising. Reinforcing personal experience, a majority (59 percent) of respondents plan to decrease Trade Show activities/budgets.

“What type of (construction) company are you?” The company classification question somewhat mirrors the overall industry make-up with 28 percent of respondents from architectural, engineering or construction firms (AEC), followed by 25 percent building materials, and 17 percent home builders or remodelers, which likely has some overlap with AEC. Equipment/Tools represented 14 percent, followed by services at 9 percent.

This survey can be used as a benchmark that can help you communicate with management why you need marketing budgets, or why you need to dive into social media.

– Courtesy of Construction Marketing Association